The Effect of Self-Construal on Continued Intention of Conversational AI Agent : The Boundary Condition of Mind Perception

다국어 초록 (Multilingual Abstract)

With the increasing maturity of smart technologies, enterprises are increasingly using text-based chatbots for online service interactions, while at the same time people are gradually adapting and trying to integrate conversational bots (or conversational AI) into their daily lives. Thanks to advances in AI, mobile, cloud, big data, and biometrics, conversational AI can provide services similar to human interactions, with great potential to reduce social risks and improve user experience. However, recent research suggests that users are still sceptical about conversational AI, as evidenced by a mixed willingness to interact with it, and that features of conversational AI may resonate differently with different users. Previous studies have shown that associating products with consumers’ selves affects product memory, judgement and choice. Therefore, in this study, we drew on the I-PACE interaction model to explore the relationship between self-construal cues based on users’ individual differences and conversational AI use intention based on self-construal theories and related theories in social psychology, focusing on the emotional mechanisms (e.g., social anxiety and loneliness) employed by the individual-influenced technology of interdependent self (vs. independent self), and further discusses the moderating role of people’s perceptions of thinking on the above relationships. Based on the current state of research, this paper poses three research questions: whether people’s intention to use conversational AI is affected by their different individual self-construal and whether they differ; through what mental pathways do different individual self-construal indirectly affect people’s intention to use conversational AI; and how does the perception of thought as a human-like mental state in relation to a non-human agent regulate the above influence processes. The research was carried out in the following aspects: firstly, the main question of the study was formulated by exploring the application of conversational AI in daily life and the related theoretical background, i.e., exploring the relationship between self-construals and the intention to use conversational AI, as well as the influencing factors of the relationship. Secondly, the objectives and significance of the study are clarified. Through empirical research, the relationship between individual consumers’ self- construal and conversational AI usage intention is explored in depth, and the psychological mechanism is revealed. In terms of theoretical and practical significance, by revealing the relationship between self-consturals and conversational AI usage intention, the theory of self-concept and the theory of consumer behaviour can be further enriched. In addition, the results of the study provide companies as well as practitioners with strategies regarding the design and promotion of conversational AI products to enhance user experience as well as satisfaction. Thirdly, for the methodological and analytical aspects of the study, situations will be manipulated and simulated experimentally to guide consumers to evoke interdependent and independent self-construal in order to observe their intention to use as well as their mind perceptions. The findings reality that individuals with interdependent selves have higher intention to use conversational AI compared to independent selves. This is caused by the serially mediation of social anxiety and loneliness. In addition, the mind perception increased the relationship between social anxiety and conversational AI use intention. Through this study, we have enriched the application of self-construal theory to new technological domains by combining self-construal theory with conversational AI. The study examined the mediating as well as moderating roles of social anxiety, loneliness, and mind perceptions in the relationship between self-construals and conversational AI use intentions, filling a gap in existing research in this area. At the same time, the study raises two research questions about how mind perception moderates the effects of self-construal on conversational AI use intention, and how mind perception moderates the effects of self-construal on conversational AI use intention through social anxiety and loneliness. This study aims to fill the research gap in the related field and provide theoretical as well as practical guidance for further exploring consumers’ usage behaviors and psychological factors of conversational AI.

목차 (Table of Contents)

• Ⅰ. Introduction 1
• 1.1 Research Background and Questions 1
• 1.1.1 Practical Background 1
• 1.1.2 Theoretical Background 3
• 1.2 Research Objective and Significance 7
• 1.2.1 Research Objective 7
• 1.2.2 Research Significance 9
• 1.3 Research Framework and Methods 12
• 1.4 Research Innovations 13
• 1.5 Chapter Summary 15
• Ⅱ. Literature Review 16
• 2.1 Self-construal Theory 16
• 2.1.1 The Concept of Self-construal 16
• 2.1.2 Research Related on Self-construal 17
• 2.2 Conversational Artificial Intelligence 19
• 2.2.1 Artificial Intelligence 19
• 2.2.2 Conversation Agent 20
• 2.2.3 Research Related to Conversational AI 22
• 2.3 Conversational AI Usage Intention 23
• 2.3.1 The Concept of Intent to Use 23
• 2.3.2 Research on the Conversational AI Usage Intention 25
• 2.4 Mind Perception Theory 28
• 2.4.1 The Concept of Mind Perception 28
• 2.4.2 Relevant Research on Mind Perception 30
• 2.5 Social Anxiety Theory 32
• 2.5.1 The Concept of Social Anxiety 32
• 2.5.2 Relevant Research on Social Anxiety 34
• 2.6 Loneliness Theory 36
• 2.6.1 The Concept of Loneliness 36
• 2.6.2 Relevant Research on Loneliness 38
• 2.7 Chapter Summary 40
• Ⅲ. Theoretical Models and Hypothesis Development 43
• 3.1 I-PACE Model 43
• 3.2 Hypothetical Development 46
• 3.2.1 Self-construal and Conversational AI 46
• 3.2.2 The Mediating Role of Social Anxiety 48
• 3.2.3 The Mediating Role of Loneliness 50
• 3.2.4 The Moderating Role of Mind Perception 52
• 3.3 Chapter Summary 54
• IV. Empirical Research 56
• 4.1 Operational Definition and Measurement of Variables 57
• 4.1.1 Self-Construal Scale 57
• 4.1.2 Social Anxiety Scale 58
• 4.1.3 Loneliness Scale 59
• 4.1.4 Mind Perception Scale 60
• 4.1.5 Continue Use Intention Scale 60
• 4.2 Questionnaire Design and Development 61
• 4.3 Pre-Test 64
• 4.3.1 Pre-Test Methods and Criteria 64
• 4.3.2 Data Collection for Pre-Test 64
• 4.3.3 Data Results of Pro-Test 64
• 4.4 Chapter Summary 66
• V. Statistical Analysis 68
• 5.1 Data Collection 68
• 5.1.1 Research Sample 68
• 5.1.2 Processes and Methods 70
• 5.2 Reliability Analysis 71
• 5.3 Results and Discussion 73
• 5.3.1 Manipulation Testing 73
• 5.3.2 Hypothesis Testing 73
• 5.3.3 Discussion 84
• 5.4 Chapter Summary 85
• Ⅵ. General Discussion 87
• 6.1 Conclusions 87
• 6.2 Theoretical Implications 91
• 6.3 Managerial implications 94
• 6.4 Limitations and Future Research 96
• References 98
• Appendix A. Self-Construal Manipulation in Study 117
• Appendix B. Summary to Measures in Study 119

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